Monthly Archives: March 2011

Social media and other advances in networking have brought Brands closer to their customers. There are several online communities available for companies to converse with their consumers, but just because your invited to the party doesn’t mean your going to take someone home. Open dialogue is a huge responsibility and transparency can be difficult to govern. Two-way communication should not be taken lightly because your reputation is perpetually on the line. Delivering a mission statement is poetic, but backing it up takes character.

Today the most successful companies are ones who embrace the fact that they are not in full control of their Brand story. Social media has given everyone a voice, and these individual voices have become as relevant as the voice of the Brand itself. This is why the conversations between consumers and companies are more important than ever. If you’ve ever gotten past the first date and into a women’s heart you know the importance of a casual conversation. Because your next date will be at her parent’s house where you will undoubtedly be left alone with her father to duke it out on the battlefield of open dialogue. The same is true with Brands communicating with their customers. Whether commenting on a blog or interacting at a checkstand, the consumer is always watching.

Being yourself is not always as easy as “just being yourself.” Brands are held to a higher standard and therefore must reflect their best image at all times, which can be difficult because maintaining tact is tedious.

The microphone needs Chris Rock more than Chris Rock needs the microphone – the stage is only as good as its performer.

Many companies have made the mistake of recklessly creating vacant media. They go through painstaking efforts to integrate their message to the online community just to realize it was their message that needed the up-grade. This holds true with traditional media platforms and organizations of all types. Whether your running your companies’ twitter account or writing a press release, your acting as a spokesman for the Brand.

After returning from Afghanistan, Tony Abbott of the liberal party of Australia received significant backlash because of remarks he made concerning a recently diseased soldier. He then bocked when confronted by a reporter, which compounded the problem.

My goal was not to condemn Mr.Abbott, but to point out the importance of being prepared with a well-polished, strategic message when addressing media outlets. The liberal party of Australia has set up Tony with a twitter account, facebook and flickr profile and a youtube channel, all of which are only as useful as the message Tony conveys.

This is a classic case of having the stage, but forgetting the lyrics.